Case Study: Homeboy Coffee Co.

the story of how Tommy Oswald started and grew his own coffee shop

Tommy Oswald had a dream of starting his own business. He also had a passion for many other things, such as videography. He used his skills in video-making to showcase his brand and products. He also grew his brand through his consistency of how often he created content and the amount of effort he put into each video. The best part about his strategy is that almost anyone can replicate it if they put enough time and effort into creating their content.

Besides having previous experience as a barista, he knew from the get-go that he would have to research further, practice his skills in the craft, as well as navigate how to sell and market his products effectively. He also knew he needed the funds to run and start the business. Thankfully, his financial needs were met through an old friend who had lent him the property of her closed-down art shop. This friend gave him financial compensation under the circumstances that his shop was a “pop-up” shop aka a temporary shop. When the day came around, he was prepared and ready for his customers. He was very driven and set in his plan for the shop. 

However, he did not expect that not one, not two, but none would come on the opening day. 

He then resorted to a place where he could use his creativity to reach more like-minded people through TikTok. Shortly after he posted his first few videos, he quickly gained support and recognition. His consistency and dedication were evident through the algorithm.  

Through this experience, he learned that he would have to make some changes to the business such as the name, menu, and sales end. This led him to realize he had to follow the trends within the demographic to attract his customers. Tommy used his video-making abilities to market the products in his homemade way. At some point within this timeline, he created merchandise to market his brand as well.

He was not afraid to switch things up, he had an open mind to see what was on the other side. Not long after those first few weeks he had gained an influx of customers and view count on his social media.  

Check out these articles and videos here:

18 Y.O. Goes Viral Online After He Shared How Nobody Showed Up At His Newly Opened Café | Bored Panda

Tom Oswald (Homeboy Café): This Adelaide Hills coffee shop went viral | Nitschke Real Estate

During the time at his first cafe, he started a YouTube channel. On the channel, he filmed a video of himself working through a go-pro head-on perspective. Through watching his techniques and work ethic, I’ve gathered that he is detailed, yet carefree takes his time reasonably, and is organized. He does not get easily overwhelmed or frustrated by little mistakes or messes; he moves on to the next thing. He is friendly to his customers and straightforward. He has an air of confidence about him when he performs his craft. He is so at ease that he does not feel the need to bring copious amounts of attention to himself. He is comfortable and rarely pushed to appear tense or on edge. He is a fully driven individual with a welcoming and pure spirit.  

A few months later, the coffee shop’s lease agreement ended. He then decided to move to a permanent location. He immediately started searching for the right spot to have his cafe in the city, and he worked on the probable interior design of the building. He sought out and networked with interior designers and others who would help him get the job done. Meanwhile, he continued to vlog his journey on Instagram and YouTube. He also continued to create and sell new merchandise for his products. Recently Tom posted a video on Instagram advertising his first home-roasted batch of fresh coffee beans. Right now, he is currently in the works of establishing his new location. He consistently uses his video-based content creation as a strategy to grow his demographic as well as the necessary support he desires to have to thrive in his establishment. 

As always, thanks for reading coffee beans!